The environment in which we sell our solutions has evolved and it’s up to us to adjust or be left behind. The information your customers needed you to provide is now everywhere and the role they needed you to play in their purchasing process is forever changed. The entire concept of selling has evolved into a journey of helping, informing, and educating along the way to cultivate that connection. To take it a step further, only when you have a true understanding of the consequences of not influencing your customers and prospects throughout their entire buying journey can you then apply that knowledge to better connect with the people you need to influence.
Even though it constitutes a clear majority of buyer interaction with your company, consumer insight and early stage content usually gets the least amount of attention, budget and resources from water and wastewater manufacturers. While the tide is indeed turning, there is still a long way to go. By spending the majority of your resources (time, budget, and personnel) trying to tell an uninterested buyer about how wonderful your solutions are, you are risking not just the present state of your company’s profits but it’s future existence.
Here are 4 consequences of not making commercial insight THE life blood of your sales and marketing plan.
Change takes courage and I’m never surprised by the courage shown by market leaders when the existence of their business is at stake.
Image credit: "Into the light (Explored)," Brian Smithson © 2012, used under an Attribution-NonCommercial 2.0 Generic license: https://creativecommons.org/licenses/by-nc/2.0/